Kaptura
- Brand
- Allstate
- Year
- 2012
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Racing & Sports
- Platform
- App
- Agency
- Lapiz
- With
- Encident
Objective
Allstate had built "Protección es la Jugada" around its sponsorship of the Mexican National Team and goalkeeper Guillermo "Memo" Ochoa, and wanted to carry that platform's core idea — protection, defending — off the screen and into something its Spanish-speaking US audience could do with their own hands, extending the sponsorship from broadcast and social into an interactive format.
Solution
The player opens the app as Ochoa, standing in goal, and taps the screen to dive and block penalty kicks fired by strikers with supernatural powers. Five stages — Prodigy, Kema, Espectro, Forza and X2 — get progressively harder, each pitting the player against a new opponent to beat before moving on. Stopping enough shots earns custom trophies, and players can sign in with Facebook Connect to share their results to Facebook and Twitter. Daily scores land on a top-ten leaderboard, giving players a reason to come back and try to beat their own best.
- 1
Players discover the game through rich-media campaign banners and the Spanish-language site "Protección es la Jugada," which link out to the free download on the App Store and Google Play.
- 2
The app opens by challenging the player to prove they can outplay Mexican National Team goalkeeper Memo Ochoa, casting them as the team's keeper.
- 3
In the core loop, the player faces a striker's penalty kick from the goalkeeper's point of view and makes the save with a single screen tap timed to the shot.
- 4
Each striker takes a surreal, supernatural-powered penalty, so every shot moves and behaves differently and must be read on its own terms.
- 5
Progression runs through five named stages — Prodigy, Kema, Espectro, Forza and X2 — unlocked in sequence as the player clears each one, with the challenge escalating from stage to stage.
- 6
Clearing stages earns the player custom in-app trophies as a record of progress.
- 7
Players can link the game to Facebook and post their results to Facebook and Twitter, where a shared run lands on a daily top-ten leaderboard ranking that day's players against each other.
